Standing out in a crowded category


Brand identity / Brand architecture / Packaging

Celebrating provenance


Pure Leaf takes a unique approach to tea-making, based on sustainable sourcing, traditional manufacturing methods and unwavering respect for provenance. But it was struggling to stand out in the saturated tea category.



Pure Leaf’s previous design was variant colour led. We made the bold decision to reverse this, letting the brand colour, black, dominate the pack instead. This gives the brand unique shelf-blocking power in a category over-run with colour-led designs. Pops of vibrant colour, differentiate each variant for intuitive range navigation. Provenance is celebrated using patterns inspired by its ingredient origins, held within special box-tags. The brand’s plastic jar format was also replaced with a more sustainable, carton format, to reflect the brand’s environmental credentials.